Publisher Monetization

Bid Rate — Definition & Explanation

The percentage of bid requests where an SSP or adapter actually returns a bid. A key performance metric for evaluating demand partners — adapters with bid rates below 20% may not justify the latency they add to the auction.

How Bid Rate Works

Bid rate is measured as bid responses received / bid requests sent × 100. Low bid rates indicate a demand partner is not competitive for the publisher's inventory profile and may be adding latency without meaningful revenue.

Why Bid Rate Matters for Publishers

Monitoring bid rates helps publishers optimize their header bidding configuration by removing underperforming partners and identifying opportunities to add better-matched demand.

Frequently Asked Questions

What is a good bid rate?

Bid rates vary by demand partner and traffic type. Strong demand partners typically bid on 30-70%+ of eligible requests. Below 20% suggests a poor fit.

Should publishers remove low-bid-rate partners?

Low bid rate alone isn't sufficient reason to remove a partner if their wins are at high CPMs. Evaluate bid rate alongside win rate and contribution to total revenue.

What bid rates does Stellor Media achieve?

Stellor Media maintains competitive bid rates across publisher inventory segments. Our account team provides regular reporting on demand performance.

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